that's why gwynnie bee existed. this company which she put millions of dollars into was a proof of concept. >> the first pitch step has a platform. it's going to take us a little while to get there. we will eventually get there sniept the platform is castle. it now takes up the bulk of christine's 400-plus person company. castle is a service that allows any retailer to enter into the new economy for apparel. it's the technology, the logistics, the front end consumer experience and even the customer service that allows any retailer to quickly offer a rental service to their consumers. >> i have my own clothing line, jj's clothing. i use your service and now i'm renting it out easily. >> you'll have jj's rental.com or whatever fancier name you come up with. >> you don't like that name. >> jj's stale box. >> maybe my brand wouldn't work but there are big names that thil they can. >> christine signed up ann taylor, new york and company and express. jim hill is the chief customer experience officer of express. >> the ren